A new collaboration has seen the light in the advertising landscape of the Middle East where the newly launched Dubai-based creative agency Them Again has partnered with global sports giant adidas to introduce a landmark campaign celebrating the new AlNassr FC home shirt.
This project transcends traditional advertising, diving deep into the rich, vibrant culture of Saudi football, the passionate fan base of Saudi football club AlNassr, and the team known as "The Knights of Najd".
This campaign is nothing close to a typical football commercial. Instead, it stands as an evocative film, meticulously crafted to capture the very essence of AlNassr FC and its supporters.
Them Again immersed itself in the heart of Saudi football culture, studying the match-day rituals, belief systems, and deeply ingrained traditions of AlNassr fans.
Colin Talbot, Managing Director of Them Again, stated, "This campaign is a testament to our commitment to storytelling that is driven by human insight, and in this case, deeply inherent fan-based culture. Working closely with adidas and the AlNassr community has been an incredible journey. We are immensely proud to showcase to the region and the world that Saudi Arabia's football heritage is both profound and enduring, with a future full of promise."
“The creative journey behind the campaign was extensive and immersive,” reads the press announcement. "Every detail was carefully considered to ensure the final product was not just visually stunning, but also culturally significant."
Them Again's team embarked on an in-depth exploration of AlNassr’s heritage, recognising that the club’s story is not merely defined by its current success but is deeply interwoven with a long-standing, vibrant football culture.
This narrative was brought to life through a series of strategic steps, including creative ideation, script development, and visual direction.
"Football didn’t just arrive in the Middle East in 2022; it's been here for generations. Our goal was to honour the region's rich football heritage, celebrating its unique history, style, and attitude. With adidas giving us a global platform, we aimed to create something truly special by leading with the Arabic language and infusing pop culture to connect with fans worldwide. The story was already there—our job was simply to bring it to life," said Ben Griffiths, Executive Creative Director at Them Again.
The campaign marks several significant milestones for adidas as well. It is the first global football film to feature a club from the Middle East, and notably, the first to be produced solely in Arabic.
This achievement is said to underscore both adidas's and Them Again’s “commitment to authentic, localized storytelling that transcends linguistic and cultural barriers.”
What makes this campaign even more remarkable is the timing. Them Again secured this high-profile project only one month after the agency was officially launched.
To bring this ambitious vision to life, Them Again collaborated closely with its sister production company, NaF+, which managed the end-to-end production and post-production processes. Together, they ensured that every frame of the film resonated with the authenticity and passion that is synonymous with AlNassr FC.
The result is a narrative that doesn’t simply promote a product—it instils a profound sense of pride and evokes powerful emotions, both within the local community and beyond.
